It seems that a lot of time and effort has been put into designing better jet engines for airplanes, for example, but relatively little has been put into designing better customer spaces within those airplanes. Perhaps some of this is itself by design (that is, airplane companies want to differentiate economy class from first class, and so intentionally make the economy class uncomfortable, barren, and so on).
Better jet engines can make a flight take less time (among other things), but better customer spaces can make a flight seem like it takes less time (because it is more comfortable, or there are things you can more easily do that will make time seem to pass more quickly), and from a customer’s perspective, the latter can be more important.
I was on an airplane recently that had a relatively simple design innovation - cup holders that folded out of the top of the seat-back in front of you. This was great, because it meant you could have a drink while not having the tray folded down and so interfering with the little space you have in front of you. This is a relatively trivial design modification that has made the “user-interface” of airplanes significantly better. (Often with user-interfaces, the best innovations are the simple ones.)
(Another obvious example of something that isn’t exactly a technology is customer service while on an airplane. I have started to disregard the cheapest air fares, and instead look to travel with companies that provide excellent customer service, because this can often add a large amount of value to a flight (if only in the conviviality of the other customers).)
Consider: if you’re paying $400 for a flight, and the flight takes 4 hours, that’s effectively $100 per hour. However, you now have 4 hours of potential value creation while on the flight. If you’re in an environment that is comfortable and so on (i.e., is conducive to you creating value), you might actually create more value than the cost of the flight. For example, if you’re able to engage in high-productivity work that will generate $400 for you, the flight becomes free. (I think this line of thought is how some people justify first-class airfares. On long flights, for example, what is a good sleep worth to you? Well, if you don’t get a good sleep how will that impact your next day? What is the potential value you could create the next day? And so on.)
Here are some simple questions that I’m sure have better answers than are currently embodied in plane design:
How do you make seats more comfortable without expanding their size (for example, changing the cushioning, changing the armrest materials, and so on)?
How do you make seats more comfortable for sleeping, or alternately can you provide things that help expedite sleep (a few examples of this are sleep guided meditation channels combined with earphones that better block the background sound of being on an airplane, and advances in head supports or head rests)?
How do you better utilize the back surface area of chairs for customer usage?
How do you increase the space available for customers (for example, can you make seats more thin by changing construction materials)?
My suspicion is that there is something irrational afoot in how airplanes are typically made vis a vis the R&D put into enhancing customer experience.